People I know were taking a holiday in NZ and were booked to return to the UK with Air NZ in C. She was already poorly with a terminal condition but then declined unexpectedly quickly and rather dramatically. I'm told the handling was SUPERB and they got seat changes and high quality but 'no-fuss' cabin service to get home.
A few weeks later, the airline enquired after her. On being told that she had died, they sent flowers and card of sympathy hand signed by the Chairman. The family made a donation to a cancer charity in NZ.
Old fashioned service, it can be beaten on price - but on no other level.